US10380622B2 - Managing display of advertisements on a web page with respect to a portion of web page content - Google Patents

Managing display of advertisements on a web page with respect to a portion of web page content Download PDF

Info

Publication number
US10380622B2
US10380622B2 US13/479,446 US201213479446A US10380622B2 US 10380622 B2 US10380622 B2 US 10380622B2 US 201213479446 A US201213479446 A US 201213479446A US 10380622 B2 US10380622 B2 US 10380622B2
Authority
US
United States
Prior art keywords
web page
computer
advertisements
display
advertisement
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Expired - Fee Related, expires
Application number
US13/479,446
Other versions
US20120310754A1 (en
Inventor
Christopher Phillips
Matthew D. Whitbourne
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
International Business Machines Corp
Original Assignee
International Business Machines Corp
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by International Business Machines Corp filed Critical International Business Machines Corp
Assigned to INTERNATIONAL BUSINESS MACHINES CORPORATION reassignment INTERNATIONAL BUSINESS MACHINES CORPORATION ASSIGNMENT OF ASSIGNORS INTEREST (SEE DOCUMENT FOR DETAILS). Assignors: PHILLIPS, CHRISTOPHER, WHITBOURNE, MATTHEW D.
Publication of US20120310754A1 publication Critical patent/US20120310754A1/en
Application granted granted Critical
Publication of US10380622B2 publication Critical patent/US10380622B2/en
Expired - Fee Related legal-status Critical Current
Adjusted expiration legal-status Critical

Links

Images

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

Definitions

  • the present disclosure relates to methods, devices and computer program products for managing the display of advertisements on a web page with respect to a portion of web page content.
  • Web pages may include one or more paid-for advertisements that are displayed alongside the web page content. Such advertisements may provide an important revenue stream for the web site provider.
  • the advertisements When a given web page is rendered, the advertisements are rendered alongside the web page content. Since the space on a given web page is limited, not all advertisements may be satisfactorily displayed. For example, some advertisements may not be fully displayed or may be omitted. Some advertisements may not be displayed adjacent the web page content. If advertisements are not displayed correctly, then advertisers are not receiving full value for their advertisements. This may discourage advertisers, thus reducing an important revenue stream for the web site provider.
  • Embodiments may include managing the display of an advertisement on a web page with respect to portions of web page content.
  • Embodiments of these and other configurations may include some or more of the following: determining the length of a portion of web page content; assigning a priority to each of a set of advertisements for display on a web page in association with the web page content, each advertisement having a predetermined length; selecting the advertisements for display on a given web page in association with the portion of web page content, the advertisements being selected in sequence based on their assigned priority; whereby in response to the selection of each advertisement, determining the difference between the length of the portion of web page content and the cumulative length of the selected advertisements; and if the length of the next advertisement in sequence for selection exceeds the difference then omitting the next advertisement and selecting the subsequent advertisement in sequence.
  • Embodiments may also comprise some or more of the following, which may be carried out in processes, instructions for configuring a processor, and in other configurations as well. Increasing the priority for each omitted advertisement; decreasing the priority for each advertisement selected for display; assigning a base priority to one or more of the advertisements; and resetting the priority of a given advertisement to the base priority in response to the given advertisement being selected for display.
  • Embodiments may further comprise components, devices, and the like configured, alone or with other components, for managing the display of an advertisement on a web page with respect to a portion of web page content.
  • Embodiments may be configured to: determine the length of a portion of web page content; assign a priority to each of a set of advertisements for display on a web page in association with the web page content, each advertisement having a predetermined length; select the advertisements for display on a given web page in association with the portion of web page content, the advertisements being selected in sequence based on their assigned priority; in response to the selection of each advertisement, determine the difference between the length of the portion of web page content and the cumulative length of the selected advertisements; and if the length of the next advertisement in sequence for selection exceeds the difference, then omit the next advertisement and select the subsequent advertisement in sequence.
  • Embodiment may provide a computer program stored on a computer readable medium and loadable into the internal memory of a computer, comprising software code portions arranged, when the program is run on a computer, for performing a method for managing the display of an advertisement on a web page with respect to a portion of web page content, the method comprising: determining the length of a portion of web page content; assigning a priority to each of a set of advertisements for display on a web page in association with the web page content, each advertisement having a predetermined length; selecting the advertisements for display on a given web page in association with the portion of web page content, the advertisements being selected in sequence based on their assigned priority; whereby in response to the selection of each advertisement, determining the difference between the length of the portion of web page content and the cumulative length of the selected advertisements; and if the length of the next advertisement in sequence for selection exceeds the difference, then omitting the next advertisement and selecting the subsequent advertisement in sequence.
  • FIG. 1 is a schematic illustration of a computer network including a computer running a web page server application program
  • FIGS. 2 a and 2 b are tables illustrating data as may be used by the web page server application program of FIG. 1 ;
  • FIG. 3 is a flow chart illustrating processing as may be performed by the web page server application program of FIG. 1 .
  • a computer system 101 comprises a first computer 102 and a second computer 103 interconnected by a network 104 .
  • the first computer 102 is loaded with an operating system 105 arranged to provide a processing platform for a web browser application program 106 .
  • the second computer 103 is also loaded with an operating system 107 arranged to provide a processing platform for a web page server application program 108 .
  • the web browser application program (web browser) 106 is arranged to enable the user to access or request web pages provided by the web page server application program (web page server) 108 .
  • the second computer is connected to a storage device 109 arranged to store portions of web page content and advertisements.
  • the web page server 108 is arranged to select the appropriate portion of web page content and an associated set of advertisements.
  • the web server 108 then renders the web page from the selected items and provides the rendered page to the web browser 108 via the network 104 for display to the user of the web browser 108 .
  • the web page server 108 is augmented with an advertisement management plug-in program (AMP) 110 .
  • the AMP 110 in this and other embodiments may be arranged to manage the selection of advertisements for display with a given portion of web page content in accordance with a predetermined prioritisation protocol.
  • the AMP 110 is provided with a set of priority data 201 associated with each of the available advertisements.
  • the priority data 201 comprises an entry for each advertisement.
  • Each entry lists a unique advertisement identifier (Advert ID) 202 , length data (Length) 203 representing the display length of the advert and priority data (Current Priority (Base)) 204 , 205 .
  • the length data 203 represents the length of a given advertisement in pixels.
  • the priority data 204 , 205 comprises a current priority variable 204 and a base priority value 205 .
  • the base priority value 205 may be determined and the current priority value 204 may be set to the same value. In embodiment, the lower a priority value 204 the higher the priority.
  • the AMP 110 may be arranged to determine the length, in pixels, of the relevant portion of web page content and then to select advertisements to be displayed alongside.
  • the AMP 110 may also be arranged to select advertisements in sequence according to their current priority value 204 , with higher priority advertisements being selected first.
  • the AMP 110 may also be arranged to take into account the cumulative length of the selected advertisements relative to the length of the portion of web page content. If the next advertisement to be selected in sequence has a length which exceeds the difference between the length of the portion of web page content and the cumulative length of the currently selected advertisements then the AMP 110 may be arranged to omit that next advertisement and instead select the subsequent advertisement in sequence.
  • the AMP 110 continues selecting advertisements in this manner until the cumulative length of selected advertisements equals the length of the portion of web page content or until all available advertisements have been considered.
  • the AMP 110 may then provide the selected advertisements and associated portion of web page content to the web server 108 , which may then render the web page and sends it to the requesting web browser 106 .
  • advertisements A, B and D may be selected for rendering.
  • advertisement D is selected then the cumulative length of the selected advertisements equals the length of the portion of web page content and thus the AMP 110 sends to the selected items for rendering by the web server 108 .
  • the AMP 110 may be arranged to modify the priority of a given advertisement depending on whether the advertisement was selected or omitted for display in relation to a given portion of web page content. If an advertisement is omitted from a given selection then the AMP 110 may be arranged to decrement its current priority value 204 , thus increasing the priority of the advertisement and thereby increasing its chances of being selected in a subsequent selection process. Such subsequent selection may be performed in relation to a different portion of web page content. If an advertisement is selected, the AMP 110 may be arranged to reset its current priority variable 204 to its corresponding base priority value 205 .
  • Processing may be initiated at step 301 in response to the receipt of a request for a given web page by the web server 108 and processing moves to step 302 .
  • processing awaits a request for a web page and once received moves to step 303 .
  • the length of the relevant portion of web page content may be determined and processing may move to step 304 .
  • the first advertisement may be identified for selection based on the priority data 201 and processing moves to step 305 .
  • the difference between the length of the relevant portion of web page content and the cumulative length of any already selected advertisements may be determined and compared to the length of the identified advertisement to determine whether or not the identified advertisement will fit in the remaining space. If the identified advertisement will fit, processing may move to step 306 .
  • the current priority value 204 of the newly selected advertisement may be reset to the base priority value 205 and processing may move to step 307 .
  • the length of the selected advertisement may be added to the cumulative length of all the currently selected advertisements and processing may move to step 308 .
  • the updated cumulative length may be compared to the length of the portion of web page content and if space remains processing may return to step 304 and proceed as described above to select the next advertisement.
  • processing may move to step 309 where the selected advertisements and web page content may be identified to the web server 108 with an instruction to render the page for sending to the requesting web browser 106 . Processing may then return to step 302 and proceeds as described above.
  • step 305 If at step 305 the difference between the length of the relevant portion of web page content and the cumulative length of any already selected advertisements is less than that of the identified advertisement then processing moves to step 310 where the priority value 204 for the omitted advertisement is decremented and processing moves to step 311 . At step 311 if more advertisements remain for consideration then processing returns to step 304 and proceeds as described above. If all advertisements have been considered then processing may move to step 309 and proceed as described above.
  • the higher the priority the higher the priority value may be.
  • the priority value of an omitted advertisement may be incremented.
  • a repeatedly omitted advertisement may reach a higher priority than that normally assigned to the highest priority advertisement.
  • the length of the portion of web page content may be set dynamically in dependence on the size of the window of the web browser in which it is to be displayed.
  • the web page may be re-rendered by the web server to take into account any change in the length of the portion of web page content.
  • the re-rendered page may comprise a different set of advertisement to the previous version of the web page as determined by the AMP.
  • the rate at which the web page is re-rendered in response to such resizing of the browser window may be limited to avoid resizing rates above a predetermined frequency.
  • any suitable prioritisation protocol may be utilized using any suitable searching technique to select suitable candidate advertisements for selection.
  • the apparatus that embodies a part or all of the present invention may be a general purpose device having software arranged to provide a part or all of an embodiment of the invention.
  • the device could be a single device or a group of devices and the software could be a single program or a set of programs.
  • any or all of the software used to implement the invention can be communicated via any suitable transmission or storage means so that the software can be loaded onto one or more devices.

Abstract

Processes, devices, and articles of manufacture are disclosed for managing the display of advertisements on a web page. Each may be configured for steps that include determining the length of a portion of web page content, assigning a priority to each of a set of advertisements for display on a web page, selecting advertisements for display on a web page, determining the difference between said length of said portion of web page content and the cumulative length of said selected advertisements, and if the length of the advertisement exceeds said difference then omitting the advertisement and selecting another.

Description

BACKGROUND
The present disclosure relates to methods, devices and computer program products for managing the display of advertisements on a web page with respect to a portion of web page content.
Web pages may include one or more paid-for advertisements that are displayed alongside the web page content. Such advertisements may provide an important revenue stream for the web site provider. When a given web page is rendered, the advertisements are rendered alongside the web page content. Since the space on a given web page is limited, not all advertisements may be satisfactorily displayed. For example, some advertisements may not be fully displayed or may be omitted. Some advertisements may not be displayed adjacent the web page content. If advertisements are not displayed correctly, then advertisers are not receiving full value for their advertisements. This may discourage advertisers, thus reducing an important revenue stream for the web site provider.
BRIEF SUMMARY
Methods, devices, and computer program products are provided wherein advertisements for a web page may be evaluated, characterized, managed or displayed. These and other methods, products that store instructions for carrying them out, and devices configured as such, may work together, alone, and in various combinations for managing the display of advertisements on a web page.
Embodiments may include managing the display of an advertisement on a web page with respect to portions of web page content. Embodiments of these and other configurations may include some or more of the following: determining the length of a portion of web page content; assigning a priority to each of a set of advertisements for display on a web page in association with the web page content, each advertisement having a predetermined length; selecting the advertisements for display on a given web page in association with the portion of web page content, the advertisements being selected in sequence based on their assigned priority; whereby in response to the selection of each advertisement, determining the difference between the length of the portion of web page content and the cumulative length of the selected advertisements; and if the length of the next advertisement in sequence for selection exceeds the difference then omitting the next advertisement and selecting the subsequent advertisement in sequence.
Embodiments may also comprise some or more of the following, which may be carried out in processes, instructions for configuring a processor, and in other configurations as well. Increasing the priority for each omitted advertisement; decreasing the priority for each advertisement selected for display; assigning a base priority to one or more of the advertisements; and resetting the priority of a given advertisement to the base priority in response to the given advertisement being selected for display.
Embodiments may further comprise components, devices, and the like configured, alone or with other components, for managing the display of an advertisement on a web page with respect to a portion of web page content. Embodiments may be configured to: determine the length of a portion of web page content; assign a priority to each of a set of advertisements for display on a web page in association with the web page content, each advertisement having a predetermined length; select the advertisements for display on a given web page in association with the portion of web page content, the advertisements being selected in sequence based on their assigned priority; in response to the selection of each advertisement, determine the difference between the length of the portion of web page content and the cumulative length of the selected advertisements; and if the length of the next advertisement in sequence for selection exceeds the difference, then omit the next advertisement and select the subsequent advertisement in sequence.
Embodiment may provide a computer program stored on a computer readable medium and loadable into the internal memory of a computer, comprising software code portions arranged, when the program is run on a computer, for performing a method for managing the display of an advertisement on a web page with respect to a portion of web page content, the method comprising: determining the length of a portion of web page content; assigning a priority to each of a set of advertisements for display on a web page in association with the web page content, each advertisement having a predetermined length; selecting the advertisements for display on a given web page in association with the portion of web page content, the advertisements being selected in sequence based on their assigned priority; whereby in response to the selection of each advertisement, determining the difference between the length of the portion of web page content and the cumulative length of the selected advertisements; and if the length of the next advertisement in sequence for selection exceeds the difference, then omitting the next advertisement and selecting the subsequent advertisement in sequence.
For each of the above and throughout the disclosure, various features and processes may be further modified, may be combined, and may be performed in different orders and with more or fewer components and features.
BRIEF DESCRIPTION OF THE DRAWINGS
Embodiments will now be described, by way of example only, with reference to the accompanying drawings in which:
FIG. 1 is a schematic illustration of a computer network including a computer running a web page server application program;
FIGS. 2a and 2b are tables illustrating data as may be used by the web page server application program of FIG. 1; and
FIG. 3 is a flow chart illustrating processing as may be performed by the web page server application program of FIG. 1.
 DETAILED DESCRIPTION
With reference to FIG. 1, a computer system 101 comprises a first computer 102 and a second computer 103 interconnected by a network 104. The first computer 102 is loaded with an operating system 105 arranged to provide a processing platform for a web browser application program 106. The second computer 103 is also loaded with an operating system 107 arranged to provide a processing platform for a web page server application program 108. The web browser application program (web browser) 106 is arranged to enable the user to access or request web pages provided by the web page server application program (web page server) 108.
In the present embodiment, the second computer is connected to a storage device 109 arranged to store portions of web page content and advertisements. In response to a request from the web browser 106 for a given web page, the web page server 108 is arranged to select the appropriate portion of web page content and an associated set of advertisements. The web server 108 then renders the web page from the selected items and provides the rendered page to the web browser 108 via the network 104 for display to the user of the web browser 108. In the present embodiment the web page server 108 is augmented with an advertisement management plug-in program (AMP) 110. The AMP 110 in this and other embodiments may be arranged to manage the selection of advertisements for display with a given portion of web page content in accordance with a predetermined prioritisation protocol.
With reference to FIG. 2a , the AMP 110 is provided with a set of priority data 201 associated with each of the available advertisements. The priority data 201 comprises an entry for each advertisement. Each entry lists a unique advertisement identifier (Advert ID) 202, length data (Length) 203 representing the display length of the advert and priority data (Current Priority (Base)) 204, 205. In the present embodiment, the length data 203 represents the length of a given advertisement in pixels. The priority data 204, 205 comprises a current priority variable 204 and a base priority value 205. On creation of an entry for a given advertisement, the base priority value 205 may be determined and the current priority value 204 may be set to the same value. In embodiment, the lower a priority value 204 the higher the priority.
In response to the rendering of a given web page, the AMP 110 may be arranged to determine the length, in pixels, of the relevant portion of web page content and then to select advertisements to be displayed alongside. The AMP 110 may also be arranged to select advertisements in sequence according to their current priority value 204, with higher priority advertisements being selected first. The AMP 110 may also be arranged to take into account the cumulative length of the selected advertisements relative to the length of the portion of web page content. If the next advertisement to be selected in sequence has a length which exceeds the difference between the length of the portion of web page content and the cumulative length of the currently selected advertisements then the AMP 110 may be arranged to omit that next advertisement and instead select the subsequent advertisement in sequence. The AMP 110 continues selecting advertisements in this manner until the cumulative length of selected advertisements equals the length of the portion of web page content or until all available advertisements have been considered. The AMP 110 may then provide the selected advertisements and associated portion of web page content to the web server 108, which may then render the web page and sends it to the requesting web browser 106.
With reference to the priority data 201 of FIG. 2a , given a portion of web page content of 2000 pixels, then advertisements A, B and D may be selected for rendering. Advertisement C may be omitted since at the point of its selection the difference between the cumulative length of the selected advertisements (A+B=1700 pixels) and the length of the portion of web page content (2000 pixels) is less than the size of advertisement C (400 pixels). Once advertisement D is selected then the cumulative length of the selected advertisements equals the length of the portion of web page content and thus the AMP 110 sends to the selected items for rendering by the web server 108.
The AMP 110 may be arranged to modify the priority of a given advertisement depending on whether the advertisement was selected or omitted for display in relation to a given portion of web page content. If an advertisement is omitted from a given selection then the AMP 110 may be arranged to decrement its current priority value 204, thus increasing the priority of the advertisement and thereby increasing its chances of being selected in a subsequent selection process. Such subsequent selection may be performed in relation to a different portion of web page content. If an advertisement is selected, the AMP 110 may be arranged to reset its current priority variable 204 to its corresponding base priority value 205. Thus, with reference to FIG. 2b , in response to the omission of advertisement C from the selection described above, its current priority value 204 is decremented, thus increasing its priority. If the next web page request relates to web page content greater than or equal to 600 pixels in length, the increased priority value 204 of advertisement C will result in its selection before advertisement B is considered.
The processing performed by the AMP 110 when managing the selection of advertisements in accordance with the prioritisation protocol will now be described further with reference to the flow chart of FIG. 3. Processing may be initiated at step 301 in response to the receipt of a request for a given web page by the web server 108 and processing moves to step 302. At step 302 processing awaits a request for a web page and once received moves to step 303. At step 303 the length of the relevant portion of web page content may be determined and processing may move to step 304. At step 304 the first advertisement may be identified for selection based on the priority data 201 and processing moves to step 305. At step 305 the difference between the length of the relevant portion of web page content and the cumulative length of any already selected advertisements may be determined and compared to the length of the identified advertisement to determine whether or not the identified advertisement will fit in the remaining space. If the identified advertisement will fit, processing may move to step 306. At step 306 the current priority value 204 of the newly selected advertisement may be reset to the base priority value 205 and processing may move to step 307. At step 307 the length of the selected advertisement may be added to the cumulative length of all the currently selected advertisements and processing may move to step 308. At step 308 the updated cumulative length may be compared to the length of the portion of web page content and if space remains processing may return to step 304 and proceed as described above to select the next advertisement. If at step 308 the updated cumulative length equals the length of the portion of web page content then processing may move to step 309 where the selected advertisements and web page content may be identified to the web server 108 with an instruction to render the page for sending to the requesting web browser 106. Processing may then return to step 302 and proceeds as described above.
If at step 305 the difference between the length of the relevant portion of web page content and the cumulative length of any already selected advertisements is less than that of the identified advertisement then processing moves to step 310 where the priority value 204 for the omitted advertisement is decremented and processing moves to step 311. At step 311 if more advertisements remain for consideration then processing returns to step 304 and proceeds as described above. If all advertisements have been considered then processing may move to step 309 and proceed as described above.
In embodiments, the higher the priority, the higher the priority value may be. Thus, the priority value of an omitted advertisement may be incremented. In this embodiment, a repeatedly omitted advertisement may reach a higher priority than that normally assigned to the highest priority advertisement.
In embodiments, the length of the portion of web page content may be set dynamically in dependence on the size of the window of the web browser in which it is to be displayed. In response to the resizing of the browser window the web page may be re-rendered by the web server to take into account any change in the length of the portion of web page content. The re-rendered page may comprise a different set of advertisement to the previous version of the web page as determined by the AMP. The rate at which the web page is re-rendered in response to such resizing of the browser window may be limited to avoid resizing rates above a predetermined frequency.
As will be understood by those skilled in the art, any suitable prioritisation protocol may be utilized using any suitable searching technique to select suitable candidate advertisements for selection.
It will also be understood by those skilled in the art that the apparatus that embodies a part or all of the present invention may be a general purpose device having software arranged to provide a part or all of an embodiment of the invention. The device could be a single device or a group of devices and the software could be a single program or a set of programs. Furthermore, any or all of the software used to implement the invention can be communicated via any suitable transmission or storage means so that the software can be loaded onto one or more devices.
While various embodiments have been illustrated, and while the embodiments have been described in considerable detail, it is not the intention of the applicant to restrict or in any way limit the scope of the appended claims to such detail. Additional advantages and modifications will readily appear to those skilled in the art. Therefore, the invention in its broader aspects is not limited to the specific details of the representative apparatus and method, and illustrative examples shown and described. Accordingly, departures may be made from such details without departure from the scope of applicant's general inventive concept.

Claims (18)

What is claimed is:
1. A method for managing the display of an advertisement on a rendered web page with respect to a portion of web page content, said method comprising the steps of:
at a first computer, the first computer connected to a storage device, the storage device arranged to store portions of web page content and advertisements, receiving a request for a web page from a second computer;
at the first computer, determining the display size of web page content to be rendered in response to the request for a web page;
at the first computer, assigning a priority to advertisements in a set of a plurality of advertisements stored on the storage device, one or more of the advertisements in the set for display on a world wide web page in association with said web page content, each of said advertisements in said set having a display size;
in association with assembling advertisements to be rendered with web page content and to be rendered for display on a given world wide web page, considering, by the first computer, advertisements in the plurality of advertisements in sequence based on their assigned priority, said considering including determining the difference between said display size of said portion of web page content and the cumulative display size of a plurality of considered advertisements for display on a world wide web page, wherein if the display size of a next advertisement in sequence for consideration exceeds said difference then omitting said next advertisement from selection and considering the subsequent advertisement in sequence for selection for display on a world wide web page;
selecting, by the first computer, one or more of the considered advertisements such that the cumulative display size of the selected advertisements does not exceed the display size of said portion of web page content;
and rendering the web page requested from the second computer with the selected advertisements and sending the rendered web page from the first computer to the second computer, wherein a length of the web page being rendered is dynamically set by the first computer dependent upon the size of the window of the web page of the web browser of the second computer in which the web page is to be displayed.
2. The method of claim 1 further comprising: limiting a rate at which the rendered web page is re-rendered.
3. The method of claim 2 wherein limiting the rate is performed in order to avoid resizing rates above a predetermined frequency.
4. The method of claim 1 further comprising: assigning a base priority to one or more of said advertisements; and resetting said priority of a given advertisement to said base priority in response to said given advertisement being selected for display, 3 wherein instructions on the server for determining the display size of web page content to be rendered in response to the request for a web page and assigning a priority to advertisements in a set of a plurality of advertisements stored on the storage device are resident in an advertisement management plug-in (AMP).
5. The method of claim 1 wherein at least the display size of web page content determined reflects the pixel size of the web page content or the display size of considered advertisement reflects the pixel size of the considered advertisements.
6. The method of claim 1 further comprising, in response to resizing of a browser window on the second computer: determining, by the first computer, a second display size of said portion of web page content; selecting, by the first computer, a second set of one or more of the considered advertisements such that the cumulative display size of the selected second set of advertisements does not exceed the second display size of said portion of web page content; and re-rendering the web page requested from the second computer with the selected second set of advertisements and sending the re-rendered web page from the first computer to the second computer.
7. An apparatus for managing the display of an advertisement on a world wide web page with respect to a portion of web page content, said apparatus being configured with code, which when executed causes the apparatus to perform steps comprising: at a first computer, determining the display size of web page content to be rendered on a world wide web page at a second computer; at the first computer, assigning a priority to an advertisement in a set of a plurality of advertisements, one or more of the advertisements of the set for display on a world wide web page in association with said web page content, each of said advertisements in said set having a display size; when assembling advertisements to be rendered with web page content to be rendered for display on a given world wide web page, said advertisements being considered in sequence based on their assigned priority; wherein considering advertisements includes determining the difference between said display size of said portion of web page content and the cumulative display size of a plurality of considered advertisements for display on a world wide web page at the second computer; if the display size of the next advertisement in sequence for selection exceeds said difference then omitting said next advertisement and considering the subsequent 4 advertisement in sequence for display on a world wide web page at the second computer; and rendering a web page at the first computer with the web page content and sending the rendered webpage to the second computer, the second computer previously requesting the received rendered web page, wherein a length of the web page being rendered is dynamically set by the first computer dependent upon the size of the window of the web page of the web browser of the second computer in which the web page is to be displayed.
8. The apparatus according to claim 7 being further configured to perform steps comprising: decreasing said priority for each advertisement selected for display.
9. The apparatus according to claim 7 being further configured to perform steps comprising: decreasing said priority for each advertisement selected for display; and at the first computer, limiting a rate at which the rendered web page is re-rendered, wherein limiting the rate is performed in order to avoid resizing rates above a predetermined frequency.
10. The apparatus according to claim 7 being further configured to perform steps comprising: assigning a base priority to one or more of said advertisements; and resetting said priority of a given advertisement to said base priority in response to said given advertisement being selected for display.
11. The apparatus according to claim 7 being further configured to perform steps wherein at least the display size of web page content determined reflects the pixel size of the web page content or the display size of considered advertisement reflects the pixel size of the considered advertisements.
12. The apparatus according to claim 7 being further configured to perform steps comprising: in response to resizing of a browser window, re-rendering the webpage as determined by the first computer, wherein the rate at which the webpage is re-rendered is limited to avoid resizing rates above a predetermined frequency.
13. A computer program stored on a non-transient computer readable medium and loadable into the internal memory of a computer, comprising software code portions arranged, when said program is run on a computer, for transforming the computer to perform a method comprising: at a first computer, determining the display size of web page content to be rendered on a world wide web page; at the first computer, assigning a priority to an advertisement in a set of a plurality of advertisements, one or more advertisements in the set for display on a world wide web page of a second computer with said web page content, each of said advertisements in said set having a display size; at the first computer, assembling advertisements to be rendered with web page content to be rendered for display on a given world wide web page, said advertisements being considered in sequence based on their assigned priority; wherein considering advertisements includes determining the difference between said display size of said portion of web page content and the cumulative display size of a plurality of considered advertisements to be rendered for display on a world wide web page at the second computer; if the display size of the next advertisement in sequence for selection exceeds said difference then omitting said next advertisement and considering the subsequent advertisement in sequence for display on a world wide web page at the second computer; and at the first computer, rendering a web page using the assembled advertisements and sending the rendered web page to the second computer, wherein a length of the web page being rendered is dynamically set by the first computer dependent upon the size of the window of the web page of the web browser of the second computer in which the web page is to be displayed.
14. The computer program of claim 13 wherein the software code portions are further arranged to transform the computer to perform a method further comprising: at the first computer, re-rendering the web page comprising different assembled advertisements.
15. The computer program of claim 14 wherein the software code portions are further arranged to transform the computer to perform a method further comprising: decreasing said priority for each advertisement selected for display on a world wide web page, and at the first computer, limiting a rate of re-rendering to avoid resizing rates above a predetermined frequency.
16. The computer program of claim 13 wherein the software code portions are further arranged to transform the computer to perform a method further comprising: decreasing said priority for each advertisement selected for display on a world wide web page.
17. The computer program of claim 13 wherein the software code portions are further arranged to transform the computer to perform a method further comprising: assigning a base priority to one or more of said advertisements; and resetting said priority of a given advertisement to said base priority in response to said given advertisement being selected for display.
18. The computer program of claim 13 wherein the software code portions are further arranged to transform the computer to perform a method comprising: in response to resizing of a browser window, re-rendering the webpage as determined by the first computer, wherein the rate at which the webpage is re-rendered is limited to avoid resizing rates above a predetermined frequency.
US13/479,446 2011-06-01 2012-05-24 Managing display of advertisements on a web page with respect to a portion of web page content Expired - Fee Related US10380622B2 (en)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
EP11168427.0 2011-06-01
EP11168427 2011-06-01
EP11168427 2011-06-01

Publications (2)

Publication Number Publication Date
US20120310754A1 US20120310754A1 (en) 2012-12-06
US10380622B2 true US10380622B2 (en) 2019-08-13

Family

ID=47262384

Family Applications (1)

Application Number Title Priority Date Filing Date
US13/479,446 Expired - Fee Related US10380622B2 (en) 2011-06-01 2012-05-24 Managing display of advertisements on a web page with respect to a portion of web page content

Country Status (1)

Country Link
US (1) US10380622B2 (en)

Citations (13)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20060111970A1 (en) 2004-11-24 2006-05-25 Microsoft Corporation System and method for selling on-line and off-line advertising in content delivered to a display screen
US20070271140A1 (en) * 2006-05-17 2007-11-22 Fuji Xerox Co., Ltd. Electronic Advertisement Management Apparatus, Electronic Advertisement Client Apparatus, Computer Readable Medium, And Electronic Advertisement System
US20080163071A1 (en) * 2006-12-28 2008-07-03 Martin Abbott Systems and methods for selecting advertisements for display over a communications network
US20080263673A1 (en) * 2006-09-29 2008-10-23 Viewpoint Corporation System and method for delivering promotional and information content during a computer-based application and collecting impression metrics
US20090012863A1 (en) * 2007-07-02 2009-01-08 Syta Saephan Automatic image advertisement generator
WO2009038258A1 (en) 2007-09-18 2009-03-26 Chung Hee Ryu On-line advertisement system and method thereof
US20100023375A1 (en) 2008-07-25 2010-01-28 Yahoo! Inc. Fair Allocation of Overlapping Inventory
US20100198694A1 (en) 2009-01-30 2010-08-05 Google Inc. Advertisement Slot Configuration
US20100211467A1 (en) 2009-02-18 2010-08-19 Kumaresan Ramanathan computerized method and system for effectively utilizing empty-spaces on websites
US7877290B1 (en) * 1999-03-29 2011-01-25 The Directv Group, Inc. System and method for transmitting, receiving and displaying advertisements
US20110078726A1 (en) * 2009-09-30 2011-03-31 Rovi Technologies Corporation Systems and methods for automatically generating advertisements using a media guidance application
US20130066726A1 (en) * 2011-09-09 2013-03-14 Dennoo Inc. Methods and systems for bidding and displaying advertisements utilizing various cost models
US20130066725A1 (en) * 2011-09-09 2013-03-14 Dennoo Inc. Methods and systems for acquiring advertisement impressions

Patent Citations (13)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US7877290B1 (en) * 1999-03-29 2011-01-25 The Directv Group, Inc. System and method for transmitting, receiving and displaying advertisements
US20060111970A1 (en) 2004-11-24 2006-05-25 Microsoft Corporation System and method for selling on-line and off-line advertising in content delivered to a display screen
US20070271140A1 (en) * 2006-05-17 2007-11-22 Fuji Xerox Co., Ltd. Electronic Advertisement Management Apparatus, Electronic Advertisement Client Apparatus, Computer Readable Medium, And Electronic Advertisement System
US20080263673A1 (en) * 2006-09-29 2008-10-23 Viewpoint Corporation System and method for delivering promotional and information content during a computer-based application and collecting impression metrics
US20080163071A1 (en) * 2006-12-28 2008-07-03 Martin Abbott Systems and methods for selecting advertisements for display over a communications network
US20090012863A1 (en) * 2007-07-02 2009-01-08 Syta Saephan Automatic image advertisement generator
WO2009038258A1 (en) 2007-09-18 2009-03-26 Chung Hee Ryu On-line advertisement system and method thereof
US20100023375A1 (en) 2008-07-25 2010-01-28 Yahoo! Inc. Fair Allocation of Overlapping Inventory
US20100198694A1 (en) 2009-01-30 2010-08-05 Google Inc. Advertisement Slot Configuration
US20100211467A1 (en) 2009-02-18 2010-08-19 Kumaresan Ramanathan computerized method and system for effectively utilizing empty-spaces on websites
US20110078726A1 (en) * 2009-09-30 2011-03-31 Rovi Technologies Corporation Systems and methods for automatically generating advertisements using a media guidance application
US20130066726A1 (en) * 2011-09-09 2013-03-14 Dennoo Inc. Methods and systems for bidding and displaying advertisements utilizing various cost models
US20130066725A1 (en) * 2011-09-09 2013-03-14 Dennoo Inc. Methods and systems for acquiring advertisement impressions

Also Published As

Publication number Publication date
US20120310754A1 (en) 2012-12-06

Similar Documents

Publication Publication Date Title
US20210182469A1 (en) Systems and methods for video content association
US11409944B2 (en) Ordinal positioning of content items based on viewport
KR102278657B1 (en) Automatically determining a size for a content item for a web page
US9032282B2 (en) Method and web content management system for A/B testing or multivariate testing of websites on computers being connected to a web content management system
US7657611B2 (en) Content request optimization
US20140195893A1 (en) Method and Apparatus for Generating Webpage Content
US10034031B2 (en) Generating a single content entity to manage multiple bitrate encodings for multiple content consumption platforms
US20210182901A1 (en) Handling search queries
JP6514314B2 (en) Method, machine readable storage and system for determining whether to send a callout to a bidder in an online content auction.
US20100107061A1 (en) Method and apparatus for estimating the size of rendered text
CN109345279A (en) Dynamic content establishment of item
CN103577544B (en) A kind of method and device for providing information to be sent
CN104980512A (en) Method and equipment for providing target object based on mobile application
CN103581269A (en) Cloud off-line downloading method, system and device thereof
CN110249324B (en) Maintaining session identifiers for content selection across multiple web pages
US11431634B2 (en) Client device and resource manager load sharing
CN103957460A (en) Method and device for generating television receiving terminal desktop application
CN102289479A (en) Method, device and equipment for determining image showing mode and showing image
CN113538024A (en) Advertisement management method, system and content transmission network equipment
US10380622B2 (en) Managing display of advertisements on a web page with respect to a portion of web page content
CN103049525B (en) A kind of for providing the method and apparatus of object-related information
CN108701159A (en) System and method for prefetching content item
KR20150059206A (en) Advertising Method Using Lock Screen of Mobile Device, Mobile Device and Program Distributing Server therefor
CN103886036A (en) Method and device for presenting webpage
AU2011223998A1 (en) Treatment controller

Legal Events

Date Code Title Description
AS Assignment

Owner name: INTERNATIONAL BUSINESS MACHINES CORPORATION, NEW Y

Free format text: ASSIGNMENT OF ASSIGNORS INTEREST;ASSIGNORS:PHILLIPS, CHRISTOPHER;WHITBOURNE, MATTHEW D.;REEL/FRAME:028262/0792

Effective date: 20120514

STPP Information on status: patent application and granting procedure in general

Free format text: NOTICE OF ALLOWANCE MAILED -- APPLICATION RECEIVED IN OFFICE OF PUBLICATIONS

ZAAA Notice of allowance and fees due

Free format text: ORIGINAL CODE: NOA

ZAAB Notice of allowance mailed

Free format text: ORIGINAL CODE: MN/=.

ZAAA Notice of allowance and fees due

Free format text: ORIGINAL CODE: NOA

STCF Information on status: patent grant

Free format text: PATENTED CASE

FEPP Fee payment procedure

Free format text: MAINTENANCE FEE REMINDER MAILED (ORIGINAL EVENT CODE: REM.); ENTITY STATUS OF PATENT OWNER: LARGE ENTITY

LAPS Lapse for failure to pay maintenance fees

Free format text: PATENT EXPIRED FOR FAILURE TO PAY MAINTENANCE FEES (ORIGINAL EVENT CODE: EXP.); ENTITY STATUS OF PATENT OWNER: LARGE ENTITY

STCH Information on status: patent discontinuation

Free format text: PATENT EXPIRED DUE TO NONPAYMENT OF MAINTENANCE FEES UNDER 37 CFR 1.362

FP Lapsed due to failure to pay maintenance fee

Effective date: 20230813